Pair’d Margaret River Region
Milestone Creative Australia led the strategy and execution for the inaugural Pair’d Margaret River Region: a groundbreaking wine, food, and music festival, owned by Tourism Western Australia and produced by We Are Gather, Mellen Events and Ahoy. From media planning to digital marketing and social media for the event, our targeted campaign drove exceptional engagement and ticket sales, delivering 54 million impressions, 34,000+ clicks, and an average ROAS of 3.08x.
Services
Event Marketing Strategy, Media Planning & Buying, Digital Marketing, Social Media Content, Creative, eDM Campaigns, Creative & Design, Ticketing Agency Selection, Strategy
2024
[ View Website ]
Approach
Milestone was tasked with bringing a brand-new event to life from the ground up and selling the dream of Pair’d to domestic and international audiences. Amid short lead times and cost-of-living challenges, we exceeded KPIs of building brand awareness, supporting local businesses, and selling tickets for over 25 unique events.
Event Marketing
We developed an extensive event marketing strategy aimed at both national and international audiences, specifically targeted at food enthusiasts and wine lovers. Additionally, we established detailed marketing timelines for public relations launches and campaign phases and produced a holistic marketing budget, which was allocated across traditional media, digital platforms, social media, and PR.
54M
Total Eyeballs
74.8%
Tickets Sold
7 Months
Campaign Length
Media
We ran a multi-channel advertising ATL campaign across TV and radio including Nova Perth. We also bought major spots across shows on Channel 7 to run the Pair’d TVC to reach a larger audience. To maximise reach, we also rolled out several billboards in high-traffic areas across Margaret River and Perth.
54M
Total Eyeballs
52.8%
VIK
Digital
Our digital campaign included both localised and national advertisements on Meta and GSN. We utilised postcode tracking to identify suburbs in Western Australia with the highest ticket purchases, allowing us to hyper-target suburbs through Meta and GSN ads. Real-time bidding allowed us to secure major mastheads including UrbanList, Marie Claire, and Gourmet Traveler.
50K-60K
Investment
1.8M
Paid Digital Impressions
2.27x
ROAS
Social & Content
Leading the social media management, content and copywriting for Pair’d’s Instagram and Facebook channels, we created a social strategy to build brand awareness, and engagement and inspire action through creative content and compelling copy. Video was used heavily as part of our content strategy to reach new audiences and we sought collaborations with local and international festival talent to secure broad reach. This included FoodTok star Andy Hearnden and Blur’s Alex James.
2.8M
Impressions
3.70
Engagement Rate
6320
New Followers
Design
Design played a pivotal role in shaping the identity of Pair’d Margaret River. We delivered a suite of high-impact creative crossing marketing, advertising and socials. From on-site wayfinding signage to comprehensive marketing toolkits, we ensured a seamless brand experience across all touchpoints. We crafted engaging social media assets, dynamic digital ads, and large-scale OOH billboards that captured national and local attention.
Inaugural Festival. 25 Unique Events. Economic Impact for Western Australia. Tourism.
New Major Festival for Western Australia. International Chefs. Influencers.
